Boston, MA and Foxborough, MA – March 16, 2026 – Today, New Balance announced a long-term agreement that will have the brand serve as the Official and Exclusive Athletic Footwear and Apparel of the New England Patriots and Gillette Stadium. The relationship reflects both brands' commitment to New England and their shared mission to inspire and empower the next generation of athletes. The sponsorship will come to life across performance, facilities and community, beginning with a new world-class training center in Foxborough.
This Spring, the Patriots will unveil the state-of-the-art training center next to Gillette Stadium, officially named the New Balance Athletics Center, with surrounding practice fields branded as New Balance Practice Fields. Spanning 160,000 square feet, the facility will feature cutting-edge performance technology. Designed as a fully integrated performance campus for football operations, the center brings together training, strength, conditioning and recovery into one ecosystem, enabling New Balance to work closely with the team to provide product innovation for footwear and athletic apparel. New Balance will also serve as the Presenting Sponsor of Patriots Training Camp, further strengthening the brand's role in supporting player development and the team's preparation for the season.
As a Cornerstone Partner of the Patriots Foundation, New Balance will collaborate to develop, support and promote charitable initiatives as a core component of the relationship. The agreement underscores New Balance and the Patriots' long-term investment in cultivating an environment that will provide young athletes with an opportunity to reach their full potential. The brand will serve as the presenting sponsor of the Patriots youth football programs, with a focus on increasing participation, access and long-term community impact. This includes support for both tackle football and flag football initiatives, helping expand inclusion and access to the sport.
"At the heart of this partnership are two global brands united by shared values and a deep commitment to New England," said Chris Davis, Brand President and Chief Marketing Officer of New Balance. "The Patriots embody excellence, performance, and an authentic connection to the local communities, both on and off the field. This collaboration represents an enduring investment in performance, culture, and community, with the goal of creating opportunities that inspire and empower the next generation of athletes to play, grow, and compete. We're excited to innovate together."
"New Balance is a brand that shares our deep roots in New England and our commitment to performance, innovation, and excellence," said Jonathan Kraft, President of the Kraft Group. "As we look to the future, this new training facility will be a reflection of our relentless pursuit of improvement, providing our players and coaches with a world-class environment to prepare and compete for championships. We are proud to partner with New Balance, a company that understands what it means to represent this region with pride and to perform at the highest level."
As part of this expansive deal, New Balance will also work with the New England Revolution, including youth soccer programs and clinics throughout New England. Together, the Patriots and Revolution Foundations support the growth of youth sports through a wide range of impactful programs across the region. This dual-sport approach reinforces New Balance's commitment to football and soccer as powerful cultural drivers in New England.
New Balance branding will be integrated year-round across in-stadium signage, on-field placements, Patriots Place, and Patriots digital, social and broadcast platforms.
Additional details about the partnership will be shared leading up to the 2026 season. For more information, visit newbalance.com/football or follow @newbalancegridion on social media.
About New Balance
New Balance, headquartered in Boston, MA, has the following purpose: Independent since 1906, we empower people through sport and craftsmanship to create positive change in communities around the world. New Balance employs 14,000 associates around the globe, and in 2025 reported worldwide sales of $9.2 billion. New Balance owns five athletic footwear factories in New England and one in Flimby, U.K. New Balance MADE U.S. footwear contains a domestic value of 70% or more and makes up a limited portion of New Balance's U.S. sales. To learn more about New Balance, please visit newbalance.com; for the latest press information visit newbalance.newsmarket.com.
